TiVo To Sell Customer Data

camusflage writes "Yahoo has a story that details TiVo's plans to sell customer data to advertisers and broadcasters. While individuals will be anonymous, data will be made available in aggregate form, including ZIP code. The San Jose Mercury News has additional coverage on the news."

Hasn't this happened before?

[icemax]

Seems like this has been going on [epinions.com] since the beginning

Opt Out Option

[sweeney37]

You can Opt-Out of the Marketing data collection by calling Customer Care (877-For-TiVo)

Mike

Re:Wow

[Anonymous Coward]

Then opt-out - Tivo has always been giving an option to do so. This entire story is a non-issue.

Re:I wish I could say I was surprised....

[camusflage]

I wonder if TiVo includes any data like "we know that such-and-such in this zip code makes between 40,000-80,000 a year and has 2.3 kids, etc."

That's where ACORN cluster data [esribis.com] comes in handy...

Re:Demographics are not an invasion of privacy.

[cheezedawg]

ZIP+4 DOES resolve down to a single house.

Not really- it can, but most cases it doesnt.
http://www.usps.com/zip4/zipfaq.htm [usps.com]

Q. Why are ZIP+4 Codes used?
A. In 1983, the Postal Service began using an expanded ZIP Code called "ZIP+4." A ZIP+4 Code consists of the original 5-digit ZIP Code plus a 4-digit add-on code. The 4-digit add-on number identifies a geographic segment within the 5-digit delivery area, such as a city block, office building, individual high-volume receiver of mail, or any other unit that would aid efficient mail sorting and delivery.

Re:Demographics are not an invasion of privacy.

[passion]

Not quite... taken from USPS [usps.com]

Q. Why are ZIP+4 Codes used?

A. In 1983, the Postal Service began using an expanded ZIP Code called "ZIP+4." A ZIP+4 Code consists of the original 5-digit ZIP Code plus a 4-digit add-on code. The 4-digit add-on number identifies a geographic segment within the 5-digit delivery area, such as a city block, office building, individual high-volume receiver of mail, or any other unit that would aid efficient mail sorting and delivery. Use of the 4-digit add-on is not mandatory, but it helps the Postal Service direct mail more efficiently and accurately because it reduces handling and significantly decreases the potential for human error and possibility of misdelivery. It also will lead to better control over USPS costs and, in turn, postage rate stability. ZIP+4 is intended for use primarily by business mailers who prepare their mail with typewritten, machine-printed, or computerized addressing formats that can be read by the Postal Service's automated scanners during processing. Mailers who qualify receive a rate discount on First-Class, non-presorted, ZIP+4 mailings of at least 250 pieces and on presorted ZIP+4 mailings of at least 500 pieces. There are also ZIP+4 discounts for bulk business mail.

Re:Wow

[bitmason]

Actually there IS an opt-out feature.

Re:Good for them...

[DonGar]

I've done contract work for Tivo. They do NOT have a database of all this data tied to a specific person. Internally, they are very aware of the dangers, and very paranoid. This stuff is partially anonymized before it's uploaded, and is anonymized more fully as it's moved into their backend databases.

I should also point out that users have the option of opting in 'fully', or opting out 'fully' of data sharing. Most users stick with the default 'anonymous only' privacy option for their account. Probably because it's the default, and you have to ask customer service to change this one way or the other. Through maybe it's a question when you activate your account (I forget).

Re:Demographics are not an invasion of privacy.

[zenray]

In my case since I have a PO BOX thr +4 is my box number. I'd say that IDs mew faily well.